Entertainment industry power couple Beyonce and Jay Z are featured in a new marketing campaign for the luxury jewelry retailer Tiffany and company.
What happened: The new campaign is called “On love” and presents a film directed by Emmanuel Adjei which includes BeyoncÃ©’s vocals “River of the Moon,” the Oscar-winning theme song from the classic 1961 film “Breakfast at Tiffany’s.”
BeyoncÃ© wears the 128.54 carat Tiffany diamond in the movie while Jay-Z brings his bling via that of Jean Schlumberger Bird on a Rock brooch that has been pieced together into a pair of unique cufflinks.
that of Jean-Michel Basquiat The 1982 painting “Equals Pi” serves as the backdrop for the campaign, which debuts with a worldwide print advertising launch on September 2 and premiere of the new film on Tiffany.com on September 15. Tiffany & Co. has announced that additional films will be premiered later in the year.
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Why it happened: Tiffany was founded in 1837 and LVMH MoÃ«t Hennessy Louis Vuitton (OTC: LVMUY) finalized its $ 15.8 billion acquisition of the retailer in January.
The company has been baffled in trying to reach a younger consumer base, with the company’s recent âNot Your Mother’s Tiffany’sâ marketing campaign attempting to position the brand as in touch with the vibes of the Millennial and Gen Z It ended up angering many older buyers who resented the idea that they were out of touch with contemporary tastes and styles.
Having BeyoncÃ© and Jay-Z in their first appearance as a couple in a marketing campaign, Tiffany is stepping away from the intergenerational divide and bringing in celebrities with broad demographic appeal.
âAs a brand that has always stood for love, strength and self-expression, we couldn’t think of a more iconic couple who better represent Tiffany’s values,â said Alexandre arnault, executive vice president of products and communications.
Photo: Courtesy of Tiffany & Co.
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